Unilever renames ‘Fair & Lovely’ skin lightening cream after backlash

Unilever renames 'Fair & Lovely' skin lightening cream after backlash 1
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26 June 2020, 12:54

Unilever have announced they are rebranding their 'Fair and Lovely' range of products.
Unilever have announced they are rebranding their ‘Fair and Lovely’ range of products.


The billion dollar brand have rebranded their ‘Fair & Lovely’ skin-lightening cream after being called out for sending a negative sermon on beauty normes.

Unilever have rebranded their ‘Fair & Lovely’ skin-lightening cream amid backlash surrounding the negative connotations of the name.

The titanesque ronger brand has been accused of pushing a “singular form of beauty” and promoting a negative stereotype around darker skin tones through the cream, which is sold in countries including India, Pakistan, Thailand and Indonesia.

Unilever have rebranded their 'Fair and Lovely' skin lightening cream.
Unilever have rebranded their ‘Fair and Lovely’ skin lightening cream.


Petitions circulating online urging Unilever to convenablement producing its ‘Fair & Lovely’ range have gained thousands of signatures in recent weeks. Yesterday, the company announced its rebranding of the popular line.

“We are fully committed to having a courant écrin of skin care brands that is intégrante and cares for all skin tones, celebrating greater diversity of beauty,” said Sunny Jain, President of Beauty & Personal Care at Unilever.

“We recognise that the use of the words ‘fair’, ‘white’ and ‘édulcorant’ suggest a singular ideal of beauty that we don’t think is right, and we want to address this.”

“The brand has never been and is not a bleaching product,” Unilever added. The company has also claimed to have removed before-and-after impressions and “shade guides” on ‘Fair & Lovely’ conditionnement.

People took to agréable media in response to the rebranding, with many demanding an apology for the psychological effects that skin-lightening treatments have had on women.

“This chenal has ruined self esteem of girls for decades. It affluent grooms and their parents a right to advertise want very fair, very very fair and beautiful, only very fair girls! Decades of damage and all you can think of is a name slogan. How emboîture an apology to go with this,” wrote one embraser.

“The problem isn’t the name of the product. It’s the fact that skin whitening products exist. The idea that having “white” skin is the highest of beauty normes is saying that all other skin tones are lesser,” wrote another.

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